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Description
Mind Map by Miguel Alejandro Salda�a De la Garza, updated more than 1 year ago
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Created by Miguel Alejandro Salda�a De la Garza
almost 6 years ago
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Marketing Channel Concepts
- Focus on Channels
- Amazon.com = Walmart of the internet
- Walmart wants to become the Walmart of the internet
- Amazon.com = Walmart of the internet
- The Multi-Channel Challenge
- Finding the optimal multi-channel mix
- Creating multi-channel synergies
- Avoiding multi-channel conflicts
- Gaining a sustainable competitive advantage via multi-channel strategy
- Finding the optimal multi-channel mix
- An Optimal Multi-Channel Mix
- Retail store
- Wholesale distributor
- Company-owned retail store
- Retail store
- Multi-Channel Synergies
- The use of one channel to enhance the effectiveness and efficiency of other channels
- The use of one channel to enhance the effectiveness and efficiency of other channels
- Avoiding Multi-Channel Conflict
- Avoid conflict between different channels that are used to reach the same customers
- Avoid conflict between different channels that are used to reach the same customers
- Sustainable Competitive Advantage
- Competitive edge that cannot be quickly or easily copied by competitors
- Competitive edge that cannot be quickly or easily copied by competitors
- The Marketing Channel
- The book defines the marketing channel as "the external contactual organization that management
operates to achieve its distribution objectives"
- External
- The Marketing channel exists outside the firm
- The Marketing channel exists outside the firm
- Contactual organization
- Involved in negotiators functions as a product or service moves from the producer to its ultimate user
- Involved in negotiators functions as a product or service moves from the producer to its ultimate user
- Operates
- involvement by management in the affairs of the channel
- involvement by management in the affairs of the channel
- Distribution objectives
- Management has certain distribution goals in mind
- Management has certain distribution goals in mind
- Interorganizational Management
- Managing more than one firm
- Managing more than one firm
- Intraorganizational Management
- Manages only one firm
- Manages only one firm
- The book defines the marketing channel as "the external contactual organization that management
operates to achieve its distribution objectives"
- Channel Manager
- Anyone in a firm or organization who is involved in marketing channel decision making
- Anyone in a firm or organization who is involved in marketing channel decision making
- Marketing Mix Strategy Model
- Channel Strategy
- The entire process of setting up and operating the contactual organization that is responsible for
meeting the firm’s distribution objectives
- The entire process of setting up and operating the contactual organization that is responsible for
meeting the firm’s distribution objectives
- Logistics management
- Is focused on providing product availability at the appropriate times and places in the marketing
channel.
- Is focused on providing product availability at the appropriate times and places in the marketing
channel.
- Flows in Marketing Channels
- Product Flow
- Negotiation Flow
- Ownership Flow
- Information Flow
- Promotion Flow
- Product Flow
- Distribution through Intermediaries
- For example, the internet has a lot of intermediaries
- Disintermediation
- This means to eliminate the middle man, but this has not yet happened in a large scale
- This means to eliminate the middle man, but this has not yet happened in a large scale
- For example, the internet has a lot of intermediaries
- Specialization and Division of Labor
- Contactual Efficiency
- Level of negotiation effort between sellers and buyers relative to achieving a distribution objective
- Level of negotiation effort between sellers and buyers relative to achieving a distribution objective
- Channel Structure
- Ancillary Structure
- group of institutions that assists channel members in performing distribution
tasks.
- group of institutions that assists channel members in performing distribution
tasks.
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